Download pptx - iStrategy London - Social Media: Making it Work Globally and Locally Gemma Trippas, Oracle & Jeremie Moritz, Pernod Ricard

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Transforming fans into ambassadors

MASTERCLASS:

Making Social Media Work Globally and Locally

Gemma Trippas, Social Partnerships Manager - OracleJeremie Moritz, Social Media Manager - Pernod Ricard



The right level of local and global governance

Measuring and benchmarking

Where to find the biggest wins

Making Social Media work Globally and Locally


Relevance - Think Global Act Local

Slide acknowledgement “We Are Social”


Engagement This comes from two-way conversation & relevant content


Global and local considerations Compliance Relevance & Segmentation Brand Consistency Organisation structure Customer Conversation




Global and local considerations Compliance Considerations

– Corporate responsibility means Brand safety

– Local market regulations

– Legal issues in each of your markets

– Pernod Ricard takes action against the risks of excessive drinking, promotes responsible drinking




Global and local considerations Relevance & Segmentation




Global and local considerations Brand Consistency

– Take control of your brand

– Co-ownership; global brand consistency with locally relevant content

– Standardised metrics simplifies x-region/x-brand benchmarking




Global and local considerations Organisation structure

– Are there enough business resources for a local community manager?

– If local resources are limited then global should support remotely

– Important to reflect the resources you have available and where the audience is located

– Allocate resources between brands, markets and regions




Global and local considerations Customer Conversation

– Global brands are “open” 24 hours a day

– Automated and consistent moderation is a big factor

– Nominate individuals in three time zones to ensure immediate action

– Localised questions and answers


Measurement and Benchmarking

Best performing time: Tuesday 7pmBest ratio: 1 post: 1319 actions

Worst performing time: Monday 10am

Measurement and Analysis; understand your audience - who and what they want

Track top-posts, response production & conversations


Measurement and Benchmarking Identify the top engaging

posts and users per market

Identifying successful local posts and sharing content

Share best practices across markets

Get-to-know interests and what resonates

Look at campaign metrics


Structure

Structure

Structure

Biggest Wins


Look at your audience and tier them according a metric that makes sense

Develop content syndication Listen to your audience Establish a rule for a local Social Media team Develop a crisis plan

Biggest Wins


Q&AGemma Trippas, Social Partnerships Manager - OracleJeremie Moritz, Social Media Manager - Pernod Ricard